The co-founders of online magazine Who What Wear, Katherine Power and Hillary Kerr, last week launched their home décor website DomaineHome.com. Led by Mat Sanders, previously of Domino and ApartmentTherapy.com, the site spotlights stylish shelter content for consumers in the form of a “shoppable online magazine."
“The Who What Wear reader is stylish in all areas of her life—from the way she dresses to how she decorates her home,” said Kerr. “With Domaine, we’re applying the same guiding principles we use on Who What Wear—inspire, inform, and empower—to help our readers create a home that truly expresses who they are,” Power added.
Who What Wear garners 1.2 million monthly unique viewers and 10 million monthly page views, and they expect similar if not larger numbers for Domaine.
Seeking to bridge the gap between artistry and commerce, Domaine celebrates design through one-of-a-kind interiors, breaking trend reports, shoppable stories, and collaborative features with the likes of Kelly Wearstler and Million Dollar Decorator Jeffrey Alan Marks.
Actress Lea Michele at home
Home tours offer exclusive glimpses inside the residences of celebrities and tastemakers—including actresses Lea Michele, Jessica Alb, and former Domino creative director Sara Costello.
The Domaine team is made up of eight regulars including Sanders, Stanley, Kerr and Power, as well as editor Melissa Goldstein, formerly a freelancer for the likes of ELLE, C Magazine and the Daily Beast; market editor Liezel Munez, formerly editing for lifestyle publications for Conde Nast, Hearst and more; senior graphic designer Lola Gonzalez, formerly of TotalBeauty.com; and photo editor Brooke Wolin, formerly of Bon Appetit.
The team will also receive support from Clique Media, Inc, which is the parent company of Who What Wear, and will handle the business, advertising and sales side of the website.
Who What Wear covers the latest in celebrity fashion, runway trends and beauty secrets. The two sites will have a similar voice, look and feel and will share content when it’s appropriate.